0
inspiratieWednesday 11 January 12 Wk
vandaagWednesday 11 January 12 Wk
the importance      of a relevant storyWednesday 11 January 12 Wk
meWednesday 11 January 12 Wk
I want                             to see                      the worldWednesday 11 January 12 Wk
Wednesday 11 January 12 Wk
Thecla Thielemans                     LBi Branded Content                                 @Thecla020                      ...
A global marketing and     technology agency, blending         insight, creativity and          technology to create      ...
26 offices in 16 countriesWednesday 11 January 12 Wk
We built one companyWednesday 11 January 12 Wk
LBi Branded Content   AMSTERDAM - LONDON - NEW YORKWednesday 11 January 12 Wk
what happened?Wednesday 11 January 12 Wk
Wednesday 11 January 12 Wk
B ought         B ought         B ought                  Campaign             Campaign        CampaignWednesday 11 January...
Earned          E arned        E arned                             Bo ught          B ought          B ought              ...
ou ght              E arned                             B                                                  Owned          ...
What’s your story?Wednesday 11 January 12 Wk
Do I like you?Wednesday 11 January 12 Wk
Nederland                 Youtube     6.161.500                 Facebook    4.979.000                 Hyves       4.854.50...
Nederland                        Zo’n 44% van de                      Facebook gebruikers                      gebruikt he...
72% van alle social                  network gebruikers                  raadpleegt dagelijks                 meerdere soc...
It’s not just young people using social networking anymore   It’s everyone                                                ...
Bron: Focus.comWednesday 11 January 12 Wk
Gemiddeld besteden fans 78             dollar meer dan niet fans.              Bij fans is de kans op een             verv...
designed by rikard.andresen@gmail.com                                                                                     ...
Mensen besteden                              meer dan de helft                                 van hun tijd               ...
Bron: GotContent.nlWednesday 11 January 12 Wk
2011 was de doorbraak voor        video op de mobiel. Met meer         smart phones en tablets dan        ooit serveert al...
Wednesday 11 January 12 Wk
LBi Global Content OfferingWednesday 11 January 12 Wk
onze aanpakWednesday 11 January 12 Wk
Engage people with             storytelling, by using a           smart media mix, and by             making efforts add up...
Omroep WNL   Broadcast content & brandingWednesday 11 January 12 Wk
Heineken Trophy Hunt   Global Location Based campaignWednesday 11 January 12 Wk
BMX 24/7 with Endemol   Global BMX content platformWednesday 11 January 12 Wk
US: Honest Tea   Conversation & brand storyWednesday 11 January 12 Wk
Italy/US: Meltin’Pot Jeans   Social roadtrip & brand storyWednesday 11 January 12 Wk
aan de slag...Wednesday 11 January 12 Wk
Wednesday 11 January 12 Wk
Customer journey: voor, tijdens & naWednesday 11 January 12 Wk
Authentic and relevantEmotional stickinessDialogue and sharingWednesday 11 January 12 Wk
Build on user insightIntegrated and optimizedValue in owned mediaWednesday 11 January 12 Wk
Orchestrated communicationPerformance optimizationGrowth of customer valueWednesday 11 January 12 Wk
Checklist                        Pitfalls             Storytelling                     Advertisement             1. Authen...
Thank you!         thecla.thielemans@lbi.com         @Thecla020         LBi The Netherlands         WWW.LBI.NLWednesday 11...
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Presentatie Vakantiebeurs LBi door Thecla Thielemans

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Benieuwd naar de middelen content en de juiste mediamix om je als reisorganisatie te onderscheiden van concurrenten, loyaliteit te creëren en een relatie op te bouwen met je klant?Check deze presentatie of neem contact op met Thecla.Thielemans@lbi.com

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Transcript of "Presentatie Vakantiebeurs LBi door Thecla Thielemans"

  1. 1. inspiratieWednesday 11 January 12 Wk
  2. 2. vandaagWednesday 11 January 12 Wk
  3. 3. the importance of a relevant storyWednesday 11 January 12 Wk
  4. 4. meWednesday 11 January 12 Wk
  5. 5. I want to see the worldWednesday 11 January 12 Wk
  6. 6. Wednesday 11 January 12 Wk
  7. 7. Thecla Thielemans LBi Branded Content @Thecla020 LBi The NetherlandsWednesday 11 January 12 Wk
  8. 8. A global marketing and technology agency, blending insight, creativity and technology to create business value.Wednesday 11 January 12 Wk
  9. 9. 26 offices in 16 countriesWednesday 11 January 12 Wk
  10. 10. We built one companyWednesday 11 January 12 Wk
  11. 11. LBi Branded Content AMSTERDAM - LONDON - NEW YORKWednesday 11 January 12 Wk
  12. 12. what happened?Wednesday 11 January 12 Wk
  13. 13. Wednesday 11 January 12 Wk
  14. 14. B ought B ought B ought Campaign Campaign CampaignWednesday 11 January 12 Wk
  15. 15. Earned E arned E arned Bo ught B ought B ought Campaign Campaign CampaignWednesday 11 January 12 Wk
  16. 16. ou ght E arned B Owned Campaign Campaign CampaignWednesday 11 January 12 Wk
  17. 17. What’s your story?Wednesday 11 January 12 Wk
  18. 18. Do I like you?Wednesday 11 January 12 Wk
  19. 19. Nederland Youtube 6.161.500 Facebook 4.979.000 Hyves 4.854.500 LinkedIn 2.962.500 Twitter 2.489.000 Bron: NewcomWednesday 11 January 12 Wk
  20. 20. Nederland Zo’n 44% van de Facebook gebruikers gebruikt het sociale netwerk elke dag. Bron: NewcomWednesday 11 January 12 Wk
  21. 21. 72% van alle social network gebruikers raadpleegt dagelijks meerdere social media accounts terwijl ze op reis zijn Bron: TriplWednesday 11 January 12 Wk
  22. 22. It’s not just young people using social networking anymore It’s everyone Bron: comScore Media MetrixWednesday 11 January 12 Wk
  23. 23. Bron: Focus.comWednesday 11 January 12 Wk
  24. 24. Gemiddeld besteden fans 78 dollar meer dan niet fans. Bij fans is de kans op een vervolgaankoop 28% hoger. Bij fans is de kans op het aanraden van een product aan vrienden 48% hoger. Bron: Focus.comWednesday 11 January 12 Wk
  25. 25. designed by rikard.andresen@gmail.com Russia The Netherlands 26.06m 6.30m 56% 45% 62% 42% 46% Canada 18% 11.72m UK Poland Japan 54% 12.03m 19.27m 13.66m 43% 48% 44% 16% 26% 46% 40% 16% 28% 26% 8% Germany China 155.29m 18.81m 47% USA 47% 114.55m 53% 38% 34% South Korea 51% 32% 10.93m 51% 23% 20% Italy 33% France 12.66m 15.92m 38% 11% 57% 49% Hong Kong 45% 36% 2.56m 28% 39% Philippines 56% 14.43m Mexico Spain 33% 10.10m India 60% 12.80m 35.08m 73% 47% 52% 50% 46% 45% 63% 64% 37% 36% Malaysia 49% 11.50m Indonesia 18.93m Brazil 54% 57% 33.49m 63% 66% 54% 41% 52% 51% 34% Singapore 1.96m Australia 48% 7.05m 57% Global Map of Social Networking 2011 50% 32% 48% 27% About the Map Global Social Network Penetration This shows the universe size of active social networkers for each market and 80% then segments users into three behaviour types: Messagers, Groupers and Content Sharers. This behavioural data is based 70% on a number of detailed questions we conduct into the way that consumers use % Active Online Users 60% social networks. Because social networking is now so big and touches 50% every aspect of our internet experience, this detail is essential for the effective Behaviour Types: planning and implementation of 40% marketing activity across social active social networkers (millions) The most detailed study on the consumer adoption of the networks. This data reveals that users 30% internet ever compiled: across the world are very different in how messagers and mailers they utilise their network, with more focus PC /// Mobile /// Tablets /// TV sets /// Gaming on messaging and less on content 20% 100K+ surveys a year /// 3 waves a year /// 36 markets sharing in established markets like the content sharers US and UK but more focus on content and groups in fast growing markets like 10% Find out more /// www.globalwebindex.net/ joiners and creators of groups mail /// globalwebindex@trendstream.net Indonesia and China. 0% do s M sia ia ng ia ut any a Po e n th UK ain M d ng co ds G nce ng ve A Ca e da Au a lia ly Ru il ia az ne or re pa in lan g l A US Ita ss d ys ra lan Ho exi Ko na ne ra Sp Ch In Ko ap Br pi So rm a Ja ala st Fr ilip er e h In Ph Si Ne ba lo GWednesday 11 January 12 Wk
  26. 26. Mensen besteden meer dan de helft van hun tijd online met content. Bron: GotContent.nlWednesday 11 January 12 Wk
  27. 27. Bron: GotContent.nlWednesday 11 January 12 Wk
  28. 28. 2011 was de doorbraak voor video op de mobiel. Met meer smart phones en tablets dan ooit serveert alleen YouTube al 400 miljoen video’s op mobile devices per dag (bijna 15% van het totaal).Wednesday 11 January 12 Wk
  29. 29. Wednesday 11 January 12 Wk
  30. 30. LBi Global Content OfferingWednesday 11 January 12 Wk
  31. 31. onze aanpakWednesday 11 January 12 Wk
  32. 32. Engage people with storytelling, by using a smart media mix, and by making efforts add up in a continuous processWednesday 11 January 12 Wk
  33. 33. Omroep WNL Broadcast content & brandingWednesday 11 January 12 Wk
  34. 34. Heineken Trophy Hunt Global Location Based campaignWednesday 11 January 12 Wk
  35. 35. BMX 24/7 with Endemol Global BMX content platformWednesday 11 January 12 Wk
  36. 36. US: Honest Tea Conversation & brand storyWednesday 11 January 12 Wk
  37. 37. Italy/US: Meltin’Pot Jeans Social roadtrip & brand storyWednesday 11 January 12 Wk
  38. 38. aan de slag...Wednesday 11 January 12 Wk
  39. 39. Wednesday 11 January 12 Wk
  40. 40. Customer journey: voor, tijdens & naWednesday 11 January 12 Wk
  41. 41. Authentic and relevantEmotional stickinessDialogue and sharingWednesday 11 January 12 Wk
  42. 42. Build on user insightIntegrated and optimizedValue in owned mediaWednesday 11 January 12 Wk
  43. 43. Orchestrated communicationPerformance optimizationGrowth of customer valueWednesday 11 January 12 Wk
  44. 44. Checklist Pitfalls Storytelling Advertisement 1. Authentic and relevant 1. Superficial tricks and jokes 2.Emotional stickiness 2.Empty messages 3.Dialogue and sharing 3.One way talk and promises Media mix Media preoccupation 4.Build on user insight 4.Interrupts what you try to do 5.Use media that people use 5.Fragmented and/or absent 6.Collect data via owned media 6.Low ROI bought media Continuous Hit and run 7.Orchestrated communication 7.Silence after the campaign 8.Performance optimization 8.Performance left to sentiment 9.Return value to the customer 9.Customer not taken seriouslyWednesday 11 January 12 Wk
  45. 45. Thank you! thecla.thielemans@lbi.com @Thecla020 LBi The Netherlands WWW.LBI.NLWednesday 11 January 12 Wk
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